Floriana Fiorentino

Loyalty marketing is undergoing a profound transformation, driven by technological evolution and increasingly reactive and selective consumers. While the effectiveness of a loyal customer base remains unquestionable, on the other hand, companies find themselves dealing with a complex barrier: market saturation. Today, the average consumer is registered in dozens of loyalty programs, but actively uses […]

Have you ever wondered how we transitioned from a paper card in a wallet to a digital ecosystem capable of anticipating customer desires? Today, loyalty programs are no longer just a simple points collection, but true business strategies based on experience and emotional connection. Taking a step back into the history of customer retention helps

In today’s marketing landscape, Artificial Intelligence is no longer a futuristic promise; it is the operational engine behind modern engagement strategies. However, with the immense potential of data comes an increasing level of responsibility. The enforcement of the European Union’s AI Act has established a clear boundary between what is technically possible and what is

The concept of the Customer Journey made its official debut in 2009 within the pages of the McKinsey Quarterly. At the time, it described a relatively linear purchasing path—a funnel where an unaware consumer entered and a customer emerged. However, in the retail and digital landscape of 2026, that “journey” is no longer a straight

In 2026, the App is no longer just an “extra” for loyalty programs: it is the nerve center of the customer journey. According to the 2025 Loyalty Observatory (University of Parma), 74% of Italian companies identify the app as their priority touchpoint for loyalty investments over the next 12–24 months, far surpassing traditional loyalty programs

The world of loyalty marketing is undergoing a silent revolution. According to the 25th Conference of the Loyalty Observatory of the University of Parma, held in October 2025, 90% of Italian companies agree that loyalty programs must shift from simple rewards to concrete services, integrating experiences across the entire customer journey. However, there is a

How to use the end of the year not only to close the books, but to renegotiate the relationship with the customer through best practices The period from November to January is crucial for every loyalty program. Traditionally, it is the time when companies focus on points liquidation, expense balancing, and reaching sales targets for

The period between Black Friday in November and the Christmas holidays represents the peak of the shopping season. For brands, it is a gold rush: a huge opportunity to generate sales, but also the moment of maximum competitive noise. In these cases, a simple discount tactic may not be enough. To transform the massive flow

The loyalty program sector, already facing an engagement crisis due to outdated discount-only models, is now approaching a strategic turning point: the entry into force of many provisions of the Data Act (EU Regulation 2023/2854) starting in September 2025. This European regulation, essential for digital compliance, has the potential to reshape power dynamics in the

September and Customer Loyalty: The Winning Strategy for Your Business September is truly the new year for your business. After the summer break, customers return to their routines and are more open to new things. For a company, this is a golden opportunity to relaunch customer loyalty and build the foundation for lasting success.The myth